Demonstration and validation of social media's impact on brand sales and performance and the wealth of insights derived from that. Why social media reflects the "customer experience" and why companies need to understand it and culitvate this experience.

1. Social Media Analytics,
Measurement and
Insights

2. Agenda for today
1. Introduce our unique approach to social media
measurement and insight generation.
2. Validation and application
3. Discussion around content strategies
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3. About Us
 Bottom-Line Analytics is a full service consulting group
focusing on marketing effectiveness and brand performance
analytics.
 Our experts have a total of over 100 years of direct experience
research, insight and ROI measurement.
 We are dedicated to the principles of innovation, excellence
and uncompromising customer service.
 Everything we do is geared towards improving commercial
performance.
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4. A Breakthrough In Measuring The
Impact Of Social Media On Brand
Performance
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5. Creating Actionable Consumer Insights
Stance-Shift
Analysis/SEI
Unobtrusive
Business
Intelligence &
Modeling
Unbiased
Consumer
Conversations
Unmoderated
Dashboards toMonitor KPIs & Trends
Powerful multi-dimensional data cube
Insight Driven Opportunities
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6. Stance-Shift:MeasureWhatMatters In Consumer
Language
About Us
• Stance-Shift Analysis, published & peer reviewed, reveals what matters to the
consumer:
 Bottom-Line Analytics is a full service consulting group
focusing on marketing effectiveness and brand performance
analytics.
 Stance-Shift measures consumers’ verbal shifts in positioning as they talk.
 We capture the emotion, intensity, appraisal and commitment in the context of
conversations to uncover the deep subtleties of what’s said.
• It enables us to solve what others miss: Size, Trend and New Concepts
 Our experts have a total of over 100 years of direct experience
research, insight and ROI measurement.
 Focusing only on what matters: We filter and size relative importance through
engagement – far superior to simple words/comment frequency.
 Consumer trends:We capture the shifts and prioritize getting the trend right,
validated through the independent measure of our metrics vs sales.
 Stance is tuned to detect topics and concepts.
 We link these topics to quantified opinions, evaluations and endorsements
through adaptive tonality, allowing us to map Strengths, Weaknesses,
Opportunities & Threats.
 We are dedicated to the principles of innovation, excellence
and uncompromising customer service.
 Everything we do is geared towards improving commercial
performance.
 Semantic Engagement Index: SEITMintegrates our Stance Shift measurement to power
consumer insights.
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7. How Stance-Shift Unlocks A Single Comment
Positive tonality
Flag Brands & Relative Importance
Engagement
 Bottom-Line Analytics is a full service consulting group
focusing on marketing effectiveness and brand performance
analytics.
I just got my cool new iphone5 from BestBuy,
however, I keep getting dropped calls on the
Brand X 4G network
Topic List
• Iphone5
• BestBuy
• Brand X
• Network
 Our experts have a total of over 100 years of direct experience
research, insight and ROI measurement.
Negative tonality
Custom coding enabled by
Business Intelligence
 We are dedicated to the principles of innovation, excellence
and uncompromising customer service.
- 4G
- Dropped calls
 Everything we do is geared towards improving commercial
performance.
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8. The Solution Path For Consumer Chaos
Small Pepermint Afternoon Snack 12 Pack
Great Deal Breakfast yum Large
Miss it Getme one Orange on sale
Morning Half Priced got coupon Drive Home
Vanilla Mocha 8 Oz need a hit
We Detect Thousands of interesting
“nodes” of Consumer information
Business Intelligence
Clustering & CART
Correspondence
From Millions of Cleaned
Targeted Conversations
We apply advanced
Modeling Techniques
Striving for integrated consumer understanding
Clear Topics &
Concepts of
Importance
Emerge
Our Supervised Learning Pattern
Detection organizes the nodes
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9. Unlocked Consumer’s Voice allows Structured Roadmap
Client Brand strong in Large Satisfy
/Fun areas, while Segment declining
Client Brand opportunity in
Healthy & Hot Solutions
New Delivery Form solving
consumer Convenience needs –
more presence needed
Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and reflects the
composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume.
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10. Validating Our Approach
Against The Bottom Line
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11. SEITM Shows Superior Correlations To Brand Sales
ComparedWith Other Social SentimentMetrics
Comparison of correlation to sales for the SEITM versus the six leading “sentiment”metrics
The SEITM performs better
because it captures the
nuances from language which
go to explain behavioural
intent and sales.
82.9%
2.8%
5.9%
9.9%
14.8%
7.7%
-3.2%
METRIC 3 POS/NEG RATIO
METRIC 2 POS/NEG RATIO
METRIC 6 POS/NEG RATIO
METRIC 4 POS/NEG RATIO
METRIC 1 POS/NEG RATIO
METRIC 5 POS/NEG RATIO
SEMANTIC ENGAGEMENT INDEX POS/NEG RATIO
-20% 0% 20% 40% 60% 80% 100%
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12. Communications Services SEI Index V.
Sales Index
Correlation = 86.4%
Restaurant Retail SEI Index V. Sales
Index
Correlation = 84%
The correlation* to sales over time shows the SEI has Predictive Power
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ACIDTEST: SEITM Has Proven LinkageWith Brand Sales
Correlation = 81.1%
CorCroerlaretiloantio=n8=3%83%
* Lead lag analysis has confirmed that causation is only one way – the SEI to a large degree is able to drive hard commercialmetrics.

13. The SEITM Has Broad Based Application
SocialMedia
ROI
In-Market
Execution
Brand
Reputation
Management
Content
Strategy &
Insight
Monetise your social media
campaigns via our media mix
models.
Monitor and manage
consumer conversations
that are impacting your
brand reputation.
Use a deep understanding of
consumer conversations to
develop Content and Marketing
Strategy
Enhance the in-market
execution of Promotions,
Sports Sponsorships and
events based on consumer
conversations
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14. Applying Advanced Analytics to
Help Create Powerful Content
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15. Developing Content That Influences Your “Best”
Customers Along Their Buyer Journey StartsWith A
Deep Understanding Of Your Customers
Awareness Interest Consideration Purchase
Research
Customer
Segments
Keywords
Topics
Conversations
Content
Strategy
Optimize
Socialize
Preferences
Pain Points
Behaviors
Search,
Social Media
Sources
Topics & SEO
Calendar,
Repurpose
Social & SEO
Networking,
Link Building
We help you identify insights to create content that moves a customer through
the buying cycle
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16. Customers Are Highly EngagedWhen Talking About Luxury
AutosWith Great Acceleration, Style And Curb Appeal
Customers – SocialMedia Conversations About Brand Image and Function
(Broad
Engagement)
Elegant Feeling Acceleration
Easy to Service
Curve Handling
Curb Appeal
Reliability
Car to be Seen Driving
Style and Design
Safety Rating
Fuel Economy
Great Value
Road Handling
Interior Design
Power
Durability
120
110
100
90
80
70
60
50
40
30
(Minimal
Involvement)
(Non
Essential)
(Targeted
Engagement)
80 85 90 95 100 105 110 115 120 125
Derived Importance
Stated Importance
Use Social Media listening tools to reward customers and help them
feel more confident and beautiful with your brand
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17. Attributes Driving Auto Customer Engagement
GREAT DESIGN
SEI=113
POWER
SEI=181
ACCELERATION
SEI=138
Curb Appeal, Design and Power
Performance are the attributes that
most engage customers.
CURB APPEAL
SEI=67
SEI = 100
CURB APPEAL
SEI=128
GREAT DESIGN
SEI=147
POWER
SEI=128
ACCELERATION
SEI=99
ROAD
HANDLING
SEI=132
ROAD
HANDLING
SEI=69
Note: Separate analysis - Classification & Regression Trees (CART)
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18. Brand Positioning Using Socially Engaged Chatter
Great Acceleration
Classic
Speed
Durable
GasMileage
Reliable
Safety &
Reliability
To Be Seen Driving
Power
Safety
Interior Design
Styling
Acura is least differentiated
by social chatter
Audi and Jaguar are
differentiated by social
conversations around style
and design.
Curb Appeal
Performance
Elegant Feeling
BMWis uniquely positioned
on performance qualities.
Emotional Style & Design
Note: Separate analysis - Adapted Statistical Correspondence Analysis
Bubble size represents the buzz/volume of chatter (SEI Conversational Clusters)
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19. SEITM Used To Assess ROI Of Sports Sponsorships
Sponsorships generated 13% of
sales, but sponsorship media only
accounted for 1% of sales.
Our approach of using SEITM engagement demonstrates a superior approach to
measuring the ROI of difficult to measure marketing events like sponsorships.
That is because the SEITMmeasures the consumer’s expressed emotional &
personal connection to the sport and the brand. 19

20. Investment DecisionMatrix To Guide Future Allocations
Alpha’s primary opportunity is to invest more in high yield (ROI), high growth
properties, especially NFL Football, in order to maximize brand growth in the
coming year.
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21. We Can Use Text Data From Any Social Data Aggregator
…we can also mine and aggregate the
text data ourselves. 21

22. Key Delivery Platforms For SEITM
SEITM as a report
Social
Engagement
Dashboard
• Basic Facebook report.
• Multi-product, multi-channel
multi-dimensional analysis
with SEITM.
• Secure online delivery.
• Track social media
engagement across a
variety of dimensions
(time, brands and variants).
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BLA Leadership Bios
MichaelWolfe is CEO of Bottom-Line Analytics LLC in the USA. Michael has 30 years of direct
experience in marketing science and analytics both on the client and consulting side. On the former,
Michael has worked for Coca-Cola, Kraft Foods, Kellogg’s and Fisher-Price. He has also consulted
with such blue-chip firms as AT&T, McDonald’s, Coca-Cola, Hyatt Corp., L’Oreal, FedEx and Starbucks.
Michael has broad experience in marketing analytics covering marketing ROI modelling, social media
analytics, pricing research and brand strategy.
David Weinberger is CMO of Bottom-Line Analytics. David’s career has taken him to such
blue-chip firms as Coca-Cola, Kraft Foods, Georgia Pacific and the Home Depot. David’s consulting
experience has focused on such verticals as retailing, financial services, apparel, consumer products
and insurance. David’s has considerable expertise in the areas of customer analytics, life-time
value, shopper marketing, social media, brand strategy, segmentation and marketing ROI analytics.
Masood Akhtar is the Bottom-Line Analytics partner in the UK and heads the company
efforts across EMEA. Masood is former Director of Analytics for McCann-Erickson and also has
worked for Mintel International Group, JWT, Costa Coffee, Coca Cola, Hyatt Corp. He is an
accomplished econometrician with extensive experience in marketing ROI analytics, marketing
research, market segmentation, social media analytics and marketing KPI dashboards.

24. Our experience
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